STG
EXPERTISE
BRAND IDENTITY
SOCIAL & CREATIVE
VIDEO PRODUCTION
PERFORMANCE
WEB EXPERIENCE
Avi Sofer is a brand. A brand that sells brands. A family business that very quickly became a household name. For years, A typical water-cooler chat at the office started with last night’s episode of Game of Thrones, and the top load washing machine recently purchased at Avi Sofer in a ridiculous price (more ridiculous than Game of Thrones, for sure). But the digital branding we created for Avi Sofer – that’s the real show, the big deal, the “season 3 episode 9” of Avi Sofer.
BRAND IDENTITY
It’s true that Avi Sofer is a self-made brand, but before we entered the picture, Avi Sofer didn’t have a digital identity or a unique language. He was like a rotary dial phone – familiar, beloved and stable.

We turned the brand from a dial phone to an ultra Megazord iphone 19 pro max with a 200 mega pixel camera. With the understanding that we have one specific goal for social and a different one for digital, we created a clear separation between the brand social presence and the website: the social is wacky, loose, edgy and funny. The website is royal, calm and sales oriented.
SOCIAL & Creative
From the first moment it was very important to us to distinguish Avi Sofer from the competing trading monsters, and to create a unique language, one that speaks at the customer’s eye level, a local slang, so it would feel like the owner’s private Facebook page, rather than a business page of a store chain. We actually created a character for Avi way before the AI era. We took a single photo of Avi )legend says it’s the only photo he ever took), and took it for a ride like a cat on a Roomba. We turned it in to a wide spectrum of static and video content ranging from high-quality to ridiculous, and they all worked. They generated tons of engagement and comments.
TIKTOK PRODUCTIONS
True, it’s not hard to be a cool, wacky brand on an old platform like Facebook )sorry Zuckerberg, you’re our favorite human android(. The real challenge is to be cool on Tiktok. Here’s a tip: don’t say “cool” on Tiktok, it reveals your age. We wanted to establish a connection between the brand and gen-z, because Facebook is for old people. So, we met Avi at one of his stores, did some of our magic, and then just started directing him and his employees in a wonderful version of a Turkish soap opera. Cringe works like a charm on Tiktok, just saying.
PERFORMANCE
In addition to lead generation campaigns, we promoted ads that generated plenty of comments, connected them to a bot that replies to all of them, and increased the amount a quality of the leads. We created and promoted banners in order to increase brand awareness and to generate conversions on dedicated landing pages. We launched a special Whatsapp bot that took charge of the high number of chats and saved the team hours of sorting leads.

So, to cut it short: engagement to online sales, chatbot, funnel, ECOM Whatsapp business, sandwich toasters…
WEB EXPERIENCE
Usually, we take pride in our unique and creative design, but sometimes being over-creative hurts the results, especially in e-commerce, and even more so when your competitors are local trading giants. It was important to us that Avi Sofer’s website will be a sales fanatic, and we left the shenanigans to the social platforms. So, in this case we take pride in a highquality website, that does wonders and generates tons of sales. Even if you may not think it’s revolutionary, and even if the design language seems conservative – we’ve put our heart and soul in it and embedded lots of quality e-commerce addons that significantly increased traffic and sales.
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